NEWS26 May 2022

Nielsen and TikTok collaborate on global marketing insights

New business News North America Trends

US – Nielsen has been selected to participate in social media platform TikTok’s media mix modelling programme.

Smartphone with social media icons including Tik Tok

The programme brings together leaders in media mix model marketing measurement to drive reporting consistency and quality for advertisers globally, allowing them to gain more insights into the impact of marketing on the short-form video platform.

Nielsen and TikTok have worked together to provide valuable insights to advertisers in order to better understand how TikTok helps them drive audience outcomes.

Nielsen’s recent marketing mix modelling (MMM) studies for TikTok across North America, Europe, Asia-Pacific and the Middle East showed a consistent positive return on ad spend and offline sales efficiency for consumer-packaged goods (CPG) advertisers on TikTok.

In addition, the Nielsen research found that more advertising formats are better than a single format: brands that used multiple ad formats simultaneously such as in-feed video ads, branded hashtag challenges and branded effects achieved 12% higher return on investment compared with brands that used only one ad format.

Longer campaigns can be better than shorter campaigns: brands that executed campaigns for seven weeks or more achieved 14% higher return on advertising spend than brands that ran shorter campaigns. Early forecast simulations from these studies show that paid ad units such as ‘in-feed’ yield sustained incremental outcomes at incremental spends.

“TikTok is one of the fastest-growing media owners out there, so it’s a monumental step that advertisers now have the opportunity to seamlessly include the platform in their Nielsen MMM studies to measure the impact of their marketing,” said Dave Suwanski, vice-president of MMM product at Nielsen.

“With this collaboration, it’s simpler than ever for advertisers to evaluate the return on investment of marketing on TikTok when analysing their entire marketing mix.”

TikTok’s global head of marketing science, Jorge Ruiz, added: “We are thrilled to be furthering our measurement journey globally. Joining forces with leaders across the measurement industry allows TikTok to understand advertiser needs through advanced modelling techniques.

“These techniques also uncover deeper insights into how companies are leveraging our platform to achieve their business goals. Our goal is to help clients reach their full potential with the TikTok community and maximise growth.”